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Full Download PDF of (Ebook PDF) Marketing 3rd Australian Edition by Greg Elliott All Chapter
Full Download PDF of (Ebook PDF) Marketing 3rd Australian Edition by Greg Elliott All Chapter
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marketing third edition
3 Market research 77
7 Product 219
8 Price 257
9 Promotion 305
What is marketing? 3
The marketing approach to business 6
The marketing process 8
Spotlight: USM Events and the multi-sport market10
Internal environment 46
Internal marketing 48
Spotlight: Please hold49
Micro environment 51
Customers and clients 51
Partners51
Competitors52
Spotlight: Woolworths and Coles killing the competition54
viii Contents
When market research is appropriate 83
Ethics in market research 84
Spotlight: Extending the baby care philosophy85
Contents ix
CHAPTER 5: Business buying behaviour 151
OPENING CASE: The pharmaceuticals goldmine 152
Introduction153
x Contents
Market segmentation 193
Identify segmentation variables 193
Profile market segments 202
Spotlight: Geodemographic segmentation203
Positioning208
Determine positioning for each segment 210
Determine the marketing mix for each segment 211
Spotlight: Opel Leben Autos212
Summary213
CASE STUDY: Generation Z defined: global, visual, digital 215
Advanced activity 216
Marketing plan activity 217
Branding238
Brand name 239
Brand equity 239
Brand strategies 240
Spotlight: McDonald’s rebrands as Macca’s243
Packaging244
Labelling245
Spotlight: Coke label change: a personal success246
Contents xi
Managing products 247
Approaches to management 247
Product/market growth strategy matrix 248
Managing products through the life cycle 248
Spotlight: VB: a mistake in changing product252
Summary253
CASE STUDY: Is the PC a product in decline? 255
Advanced activity 256
Marketing plan activity 256
xii Contents
CHAPTER 9: Promotion 305
OPENING CASE: Tim Tam Treat Packs 306
Introduction307
Advertising319
Creating an advertising campaign 319
Legal issues in advertising 326
Spotlight: Distorting the truth in advertising329
Contents xiii
CHAPTER 10: Distribution (place) 353
OPENING CASE: Live abalone in China 354
Introduction355
Retailing373
Retailing strategy 373
Benefits of retailers 375
Types of retailers 376
Spotlight: David Jones: from mail to online catalogues382
Wholesaling386
Major wholesaling functions 387
Types of wholesalers 387
Spotlight: Fish markets: seeing marketing in action388
Summary390
CASE STUDY: Linfox growing businesses across Asia 392
Advanced activity 394
Marketing plan activity 394
xiv Contents
Service product classification 399
Spotlight: Super profits, super service?401
Contents xv
Intellectual property 448
Consumer protection 449
Technology burnout 449
Legal enforcement 449
Spotlight: Regulating ads online: a new frontier450
xvi Contents
CHAPTER 14: Social marketing and not-for-profit marketing 499
OPENING CASE: Syke: targeting high-risk youth 500
Introduction501
Contents xvii
Evaluating marketing performance 547
Measuring performance 547
Spotlight: Chilling out551
Summary552
CASE STUDY: Lovedale Long Lunch 553
Advanced activity 556
Marketing plan activity 556
xviii Contents
About the authors
Professor Greg Elliott Today, Sharyn focuses on social marketing (using
Greg Elliott is Professor of Business (Marketing) in the marketing principles to change behaviours). Sharyn’s
Faculty of Business and Economics at Macquarie Uni- current research projects focus on reducing alcohol
versity, a position he has held since 2005. Prior to this, consumption, increasing physical activity, healthy
he was a Professor of Management in the Macquarie eating and changing attitudes towards alcohol. She
Graduate School of Management. serves on SA Health’s OPAL Social Marketing Advisory
Greg has extensive experience in teaching marketing Committee, and is research advisor to the VicHealth
in Australia and overseas, and in course program Social Marketing Practice Fellow. Sharyn regularly pro-
management in South-East Asia. Before joining Mac- vides tailored social marketing and statistical training
quarie University, he held academic appointments at to external clients in government and the public health
the University of Technology, Sydney, the University sector, as well as consulting services.
of Western Australia and the University of Melbourne;
Dr David Waller
and visiting appointments at Trinity C ollege and
David Waller is a Senior Lecturer in the School of
University College, both in Dublin, Ireland.
Marketing, University of Technology, Sydney. David
Greg has published extensively in the academic
received a Bachelor of Arts from the University of
marketing literature and his current research inter-
Sydney, a Master of Commerce from the University
ests are in the fields of services marketing, financial
of New South Wales and a PhD from the University of
services and international marketing. Prior to his
Newcastle, Australia. He has over 20 years of experience
academic career, Greg spent over a decade in the
teaching marketing subjects at several universities,
marketing research and marketing planning area
including the University of Newcastle, the University
of the banking industry. More recently, his con-
of New South Wales and Charles Sturt University. He
sulting activities have been concentrated in the
has taught offshore programs in Malaysia and China.
banking, financial services and professional services
Prior to his academic career, David worked in the film
sectors.
and banking industries.
Professor Sharyn Rundle-Thiele His research has included projects on marketing
Sharyn Rundle-Thiele is an internationally communications, advertising agency–client relation-
renowned marketing expert who has worked in ships, controversial advertising, international adver-
universities in Australia, Canada, Hong Kong and
tising, marketing ethics and marketing education. He
Sweden. She has published over 100 refereed papers, has published over 60 refereed journal articles in pub-
teaches marketing courses and has led projects lications including the Journal of Advertising, Journal
valued at over $1.5 million. Prior to joining aca- of Advertising Research, European Journal of Marketing,
demia, Sharyn worked in the fast-moving consumer Journal of Consumer Marketing, International Journal
goods (FMCG) industry in Australia before moving of Advertising and the Journal of Marketing Communi
into the strategic consulting and market research cations. David has also authored or co-authored several
industry, where she completed projects in the property books and workbooks that have been used in countries
services, logistics, durable goods and infrastructure in the Asia–Pacific region, and is a regular presenter at
industries. local and international conferences.
1 Introduction to marketing Do you see what I see? USM Events and the multi-sport market
Telstra: the challenge of delivering value over time
ACCC versus Dulux
Naturally! Sunny Queen Eggs
Changing skin protection behaviour: the Wes Bonny
Testimonial Campaign
3 Market research Big Brother is watching Extending the baby care philosophy
every dollar you spend CityCycle: what’s the problem?
What are the issues faced by people with arthritis?
Television audience measurement in Australia
xx Applications at a glance
Closing case
Type of
Topic organisation Type of market Type of product
continued
14 Social marketing and not-for- Syke: targeting high-risk Providing connections to support breastfeeding
profit marketing youth Think before you supply
Implementing a consumer-oriented approach to water saving
Are you ‘Sun sound’?
Young people deserve young lives
Language: French
LES
RUBIS DU CALICE
PARIS
1924
Librairie A. MESSEIN, 19, Quai Saint-Michel, PARIS
DU MÊME AUTEUR
ŒUVRES CATHOLIQUES
No
TABLE DES MATIÈRES
Au lecteur 15
Chapitres I. Au bas de la montagne 25
— II. Images du Confiteor 35
— III. Sur une épître de saint Paul 43
— IV. Un souvenir 55
— V. En marge de l’Évangile 61
— VI. Le Credo est une étoile 73
— VII. Solidarité sainte 95
— VIII. A la veille de souffrir 127
— IX. Abel, le Patriarche et l’Ange 135
— X. Avec les morts 147
— XI. Pater noster 163
— XII. Le royaume de la Paix 177
— XIII. Miserere nobis 185
AU LECTEUR
Verlaine : Sagesse.